When it comes to dating apps, there’s a special place in the market for a company who is focused on finding its users compatible dates, and leaving the rest of it – love, marriage, and babies to that indefinable magic that can grow out of getting to know someone. Because love does not come first. First comes like.
MUH•TAY•ZIK | HOF•FER recently had the privilege of working with Zoosk, an innovative dating app, on a new campaign that would refresh their brand. Executive Creative Director John Matejczyk explains, “Basically, Zoosk was founded by rocket scientists who knew there was a better way for people to meet. It’s not based on who people think they like, but more on who people actually like as they interact with people on Zoosk. With that as the technology, our creative path came straight out of it, so rather than taking a huge leap from the first date to promising marriage, our approach is to encourage people to enjoy the process, and see if you fall in like.”
The campaign titled “First Comes Like,” reflects the way relationships form in the real world and highlights the nuances of a budding relationship. MUH•TAY•ZIK | HOF•FER collaborated with LA-based production company Caviar and director Hugo Stenson to shoot the commercial that is now airing on ABC, NBC, Bravo and Oxygen. The spot can also be seen on syndicated sitcoms and cinema promotions.
Once Stenson agreed to direct, he suggested that the team travel to Mexico City for the shoot. There are many practical conveniences for shooting in a foreign location but Mexico City, with it’s old-world charm and urban landscape, also offered the perfect backdrop for the First Comes Like story. Production took place with local talent over the course of two days. The team was able to film in seven different locations in one day, which is a huge feat for a production team and one of the benefits of filming in a foreign location.
The TV spot captured both the ideal of love and the awkward and charming mishaps on the way to ‘like’, such as burning the first home-cooked meal and trying on multiple outfits before the first date. The team focused on creating a truly beautiful campaign that stays true to the imperfect nature of a new romance.
Other aspects of the campaign included creating a new Zoosk logo, as well as a social campaign where people can hashtag their “#FirstComesLike” moment to have the chance of being featured on a digital billboard in Times Square. Outdoor creative is currently live on billboards and transit in New York City, San Francisco, and Los Angeles. MUH•TAY•ZIK | HOF•FER is proud of this collaboration, and excited to see what lies ahead for Zoosk in the New Year.
Special thanks to the following people who made this all possible:
ECD: John Matejczyk / HEAD OF PRODUCTION: Michelle Spear / PRODUCER: Kelli Bratvold / ACD Art Director: Tony Zimney / ACD COPYWRITER: Josh Bogdan / DIRECTOR OF STRATEGY: Matt Hofherr / ACCOUNT SUPERVISOR: Courtney Lovell / ACCOUNT MANAGER: Kashmir Hyder / PRODUCTION: Caviar / DIRECTOR: Hugo Stenson / DP: Crille Forsberg / EXECUTIVE PRODUCER : Kim Dellara (Caviar) / EXECUTIVE PRODUCER: Susan Neill (Tonic Films) / LINE PRODUCER: Rebecca Rose Perkins (Caviar) / LINE PRODUCER: Rocio Barajas (Tonic Films) / EDITORIAL: CUT + RUN / EDITOR: Pete Koob/ ASSISTANT EDITOR: Lori Arden / EXECUTIVE PRODUCER: Deanne Mehling / PRODUCER: Aaron Patterson / END CARD GRAPHICS: Tom Yaniv / FINISHING: SPY POST / COLORIST: Chris Martin / VFX: Jesse Boots / EXECUTIVE PRODUCER: Lori Joseph: MUSIC: HUMAN / COMPOSERS: Matthew O’Malley, Gareth Williams / Final Mix/ ONE UNION AUDIO ENGINEER: Eben Carr / VO TALENT: Emily Mee / TALENT: TONIC FILMS / LOVE COUPLE: Belen Chavanne / LOVE COUPLE: Michael Ramm / LIKE COUPLE: Astrid Ramirez / LIKE COUPLE: Miguel Pisani